Advances in Management and Applied Economics

Marketing Capabilities of China’s Agricultural Science and Technology Enterprises

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• Abstract

  This paper analyzed the measurement and the classification of marketing capabilities of China’s agricultural science and technology enterprises. According to the existing literatures, the scale of marketing capability is developed. With using of the first-hand data of 268 China’s agricultural science and technology enterprises, the exploratory factor analysis (EFA) and the confirmatory factor analysis (CFA) were preformed. The conclusions show that marketing capabilities of China’s agricultural science and technology enterprises are categorized into seven aspects, channel management, new product development, brand management, pricing and information management, marketing communication, selling, marketing planning and implementation. And the results of cluster analysis shows that these enterprises could be divided into three categories, namely, different enterprises attached importance to different marketing capabilities.